冰杯背后的「尝鲜经济」，是赔本赚吆喝，还是万能饮品接口？

Core Insights - The rise of ice cups in the beverage market is driven by consumer demand for refreshing drinks during hot weather, with significant sales growth reported in major cities [1][2] - Ice cups are not just simple products; they serve as a marketing tool for brands to attract customers and increase overall sales through upselling [2][3] Group 1: Market Dynamics - The popularity of ice cups surged after the introduction of the "1 yuan ice cup" by Mixue Ice City, which was a loss leader strategy to drive foot traffic and sales of other products [2] - Other brands, such as Guming and Shuyi, have adopted similar strategies, offering low-cost ice cups to stimulate additional purchases, with Guming reporting that 35% of customers who bought the 1 yuan ice water also purchased other items [2][3] Group 2: Consumer Behavior - The trend reflects a "tasting economy," where consumers are willing to pay for new experiences and instant gratification, leading to increased sales of fresh beverages [6][11] - The combination of ice cups with drinks allows for creative DIY beverage experiences, enhancing consumer engagement and satisfaction [6][9] Group 3: Retail Innovations - Instant retail platforms like Ele.me and Meituan have introduced their own ice cup brands, with significant growth in sales of beverage and ice cup combinations, indicating a shift in consumer purchasing behavior [5][12] - The market for ice cups is expected to grow significantly, with projections indicating a 39% increase in sales over the next three years on instant retail platforms [5][12] Group 4: Product Evolution - Ice cups are evolving in terms of flavor and packaging, with innovative designs and combinations that enhance the consumer experience, such as bear-shaped coffee ice cups and MBTI-themed packaging [12][13] - The trend is not limited to China, as countries like Japan and South Korea have normalized ice cup consumption, suggesting a potential for similar growth in the domestic market [14]